Kit Kat sponsors Juno nominee’s diaries

New chocolate bar Kit Kat Senses is positioning itself as the hazelnut wafery indulgence of choice for young women, with a campaign featuring R&B songstress Kreesha Turner. The Alberta-born Juno nominee stars in Senses’ new TV commercial that debuted this week and features her song, ‘Bounce with Me.’ Starting Monday, CTV will also be streaming Turner’s daily online video diaries, sponsored by Kit Kat, until the Juno awards on March 29. ZenithOptimedia handled the buy.

When Kit Kat Senses launched in Canada this year, Nestle was looking for a song to accompany the TV spot that would introduce the bar to its target consumer group. ‘We know through research that women 18 to 34 are the largest group of consumers eating chocolate every single day. And we know 40% of that is driven by that need for a quick indulgence,’ says Christine McClean, Kit Kat brand manager. JWT in Toronto, which developed the creative, introduced Turner as a good match for the demo because of her youthful, hip image, and the brand decided to also use her in the commercial.

‘We always want to use a song that’s really relevant to our consumers, and since Kreesha has been getting a lot of media lately and her songs are gaining in popularity, we decided it would be a great fit,’ says McClean.

McClean tells MiC that CTV brought forward the opportunity to do the video diaries, which they saw as a great way to reach consumers online. A camera crew follows Turner to events like the Radio Music Awards and Toronto Fashion Week, where the bar is also being sampled.